Working for Terry & Yvette Venables’s new hotel, La Escondida in Costa Del Sol, our objective was straightforward, to launch the 10 bedroom boutique property situated on the doorstep of the Fonte Roja National Park.
However, this stunningly chic and understated, beautiful boutique hotel was a very different proposition than what might come to mind when putting the words ex-England Manager & Alicante together.
Our strategy had to be clever; in fact we didn’t even mention the hotel’s famous owners in our opening press release. The idea was to create desire and status based on the hotel’s own merits. Then we followed up with the ‘labour of love message’ undertaken by Venables and his wife over some 20 years, rather than a light-hearted career change. Fox PR worked successfully to portray the passion of its owner, along with the stunning accommodation and surroundings by strategeically targeting the UK’s top media.
To build its reputation we first introduced La Escondida to the luxury hotel trade press, followed by a consumer push to drive direct bookings. Each feature was carefully curated, with Fox PR placing feature after feature in national newspapers and consumer magazines. The campaign was so successful that La Escondida went on to extend our contract for another six months.